Looking forward: four CRO trends for 2024.

In the ever-evolving landscape of digital marketing, staying ahead of the curve is paramount. Understanding and leveraging the latest trends in Conversion Rate Optimisation (CRO) is key for businesses striving to boost their online performance. In this article, we explore four powerful trends shaping the future of CRO: artificial intelligence (AI), mobile-first design, personalisation, and video content.

1. Thoughtful use of Artificial Intelligence (AI).

Artificial Intelligence has transcended its sci-fi origins and is now a game-changer in the world of digital marketing. Businesses are increasingly integrating AI and machine learning into their CRO strategies to glean actionable insights from user data. By analysing user behaviours and predicting patterns, AI enables marketers to make data-driven decisions for optimising conversion rates.

From dynamic pricing based on user preferences to personalised product recommendations, AI offers a myriad of possibilities. Implementing AI-driven chatbots for real-time customer interactions is another trend gaining traction, providing instant support and guidance to users throughout their journey.

We are also seeing an increase in AI tools or apps to help users find what they are looking for more easily, such as size guides, product finders or optimised search bars. Let's take a look at some examples!

A. ASOS 'fit assistant'.

ASOS has a handy ‘fit assistant’, which helps users find their size based on other brands they have worn in the past.

B. Green People search.

Green People has a search results page that brings in collections, blog posts and products, which is a good range of content for users to interact with. Shopify has a range of different AI search apps you can integrate into your store, such as Algolia.

C. Dyson product finder.

Dyson has a product finder that helps the user choose a product based on their answers to a series of questions.

As always, it’s best to test any new functionality first, which will help quantify your win or save you money if it is a loss!

2. Powerful personalisation.

Tailoring user experiences based on individual preferences, behaviour, and demographics is a proven strategy for boosting conversion rates. Personalisation creates a sense of relevance and value for the user.

In addition, users are now expecting more when they visit eCommerce websites, especially when it comes to personalisation. According to McKinsey, 71% of users expect websites to be personalised and tailored to their shopping needs.

For inspiration, check out some examples of personalisation below:

A. New Look product recommendations.

Most websites now feature these, but tweaking and testing the algorithms will allow you to learn what works best for your customers. Different algorithms may work best on different areas of the website.

New Look has product recommendations, pictured below.

B. Get WYSE on personalised content and imagery based on customer behaviour.

You can surface different content for different segments based on their purchase or browsing behaviour.

For example, WYSE London has a great ‘pick up where you left off’ module, which surfaces your most recently viewed product.

As mentioned above, you can run many personalisation tests, including algorithm testing, content testing and segmentation. Need help choosing your testing tools? Check out our handy guide.

3. More mobile first.

On average, around 60% of all eCommerce sales are now made on mobile devices. We’ve seen a rapid increase in sales on mobile for the last few years, and this is continuing this year. Most of us who work in eCommerce tend to view our websites on desktops. However, it’s important to think about web design and CRO as mobile first.

Things to consider when optimising your website for mobile:

  • Less is more. Cut any unnecessary content, as users likely aren’t viewing information lower down on the page. You can find this information in heatmaps and scrollmaps.

  • Make things simple for users. When the user is on a mobile device, they want the website to be quick and simple to navigate. Ensure the navigation is easy to use and find what the customer is looking for. Tracking clicks in Google Analytics will help you determine which categories are most clicked on.

  • Mobile versus desktop. Test and analyse how things are performing for mobile versus desktop. Something you think might be a clear-cut winner may, in fact, be a loss!

4. Video content.

Video has also increased significantly in the last few years and is a great way to grab users’ attention. Adding videos to your website can greatly increase interactions with your product pages or homepage content. Whether it's product demonstrations, customer testimonials, or brand storytelling, videos have the power to evoke emotions and build trust.

As always, testing videos on your website is essential, as there could be some drawbacks. For example, ensure the video is an optimal length, as you do not want to impact site speed or the experience for users on mobile data.

A. Dyson: video on the homepage.

Dyson features a 10-second video on its US homepage to showcase the product and its features.

B. Canon: showcasing video on product pages.

Canon features a video showcasing its product as part of the image carousel on product pages.

Conclusion: CRO trends in 2024.

Ready to incorporate some top 2024 CRO trends into your eCommerce site? Whether it's artificial intelligence, mobile-first design, personalisation, or video content, you're sure to boost your site's performance. If you're looking to unlock your Shopify Plus site's full potential in 2024, check out our seamless end-to-end Shopify CRO service and browse our client work for Shopify inspiration. Alternatively, get in touch to discuss your requirements. We would love to help!

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